Two Keys To Email Success: Relevance And Segmenting
Email’s an effective way to market. But what makes an
By Rebekah Henson July 15, 2013
Email’s an effective way to market. But what makes an actual campaign effective? Here’s a hint: it’s not how big your list is or what time of day you send your emails.
Two research firms surveyed small, medium and large businesses about their email marketing to determine the most effective tactics for a good email campaign. The two most important components they found? Relevant and compelling content and segmenting lists to target that content.
Compelling Content = Big Challenge
All the businesses surveyed agreed that compelling, relevant content is the most effective email technique for keeping customers interested and engaged. No one wants to stay subscribed to boring emails. And if your newsletter isn’t related to what they signed up for, your readers are going to feel spammed.
Your email content matters, especially with so many online distractions vying for your customers’ attention. The average online consumer spends about 51 seconds scanning over your newsletter. The actual content of your email matters for keeping their attention.
Despite naming content creation as the most effective email tactic, business marketers feel it’s also the most challenging. If you’re stuck for fresh email content, you’re not alone.
In fact, we wrote an entire guide just for you with some of the techniques we use ourselves to amp up our own emails. Download it to the right.
Key #2: Segmenting
It’s not surprising that segmenting an email audience came in as the second most effective tactic, since segmenting is part of offering relevant content.
Instead of sending one generic newsletter to your entire list, break your readers into smaller segments and send emails based on their interests.
Here’s a perfect example: you own a local shop and you also sell goods online. You get email signups in your store and online. If you create two segments – one for local customers and one for out-of-town online ones – you can send in-store sale announcements to your local customers and online sale alerts to your online customers.
You’re also keeping your emails relevant – your online customers can’t visit your store to take advantage of in-store sales, after all.
You can use more than just location for segmenting. Check out our free guide to the right for ideas on targeting your own groups of customers.
Do you agree with the survey? What are your top keys to email success? Share your own story in the comments!